Anheuser-Busch has put AKQA in charge of digital advertising for the Budweiser, Bud Light, and Stella Artois brands.
AKQA will be responsible for the brands' online marketing campaigns, mobile campaigns app development, content creation, and potential future partnerships. The new role means AQKA will work in tandem with the brands' current traditional marketing agencies of record.
"The importance of being able to connect with consumers digitally is at an all-time high, and AKQA has demonstrated they have the expertise and strategic insight needed to elevate our digital efforts to a new level," said Anheuser-Busch's VP of U.S. Marketing Paul Chibe.
"Our traditional marketing remains second-to-none, and our partnership with AKQA will ensure we have the world-class digital marketing to match."
Prior to AKQA's hiring, digital marketing was handled entirely by Anheuser-Busch's traditional marketing agencies of record. Budweiser was handled by Anomaly, Bud Light by Translation, and Stella Artois by Mother. With the new agreement AQKA will work in tandem with those firms to spearhead digital marketing efforts for the brands.
"We are excited about our partnership with Anheuser-Busch to invent the future of brand and customer connections," said AKQA Chairman Tom Bedecarre.
"Fueled with imagination and innovation, we look forward to collaborating with Anheuser-Busch to contribute inspirational work."
The team-up marks AKQA's second major deal this year. Last May, the firm reeled in the digital account of Verizon Wireless. The deal reportedly led to AQKA hiring 100 new employees.
AKQA was also acquired by WPP last June. The deal added to a recent string of acquisitions by WPP.
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James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.
March 19, 2014